Introduction 1 SEO Is Changing 2 From SEO to Inbound Marketing 2 Inbound Marketing 3 Investing in Inbound Marketing for the Long Term 4 Why Read This Book? 4 Part I: Search Engine Optimization 5 The Birth of SEO 5 Life After Google 6 Cracking Down 6 How Search Engines Make Money 7 Tactics That Never Stop Working 8 The Future of Search 8 Chapter 1: White Hat SEO: It F@$ing Works 9 Some Points on Kris'' Post 11 Black Hat ≠ SEO 15 Why We Can''t Ignore Black Hat Entirely 17 Why White Hat Is Always Better 18 Chapter 2: Schema.org: Why You''re Behind If You''re Not Using It 23 Myth: Schema.org Markup Doesn''t Get Rich Snippets! 24 Schema.org Is Not a Language 25 Five Underused Schema.org Applications 26 1 Events 26 2 Jobs 27 3 Reputation Management 28 4 News Sites 29 5 Ecommerce 29 Wrap-Up 29 Chapter 3: Perfecting Keyword Targeting and On-Page Optimization 31 Best Practices for Optimizing Pages 33 HTML Head Tags 33 URLs 34 Body Tags 35 Internal Links and Location in Site Architecture 36 Page Architecture 36 Why Don''t We Always Obey These Rules? 37 Best Practices for Ranking 1 37 Chapter 4: Duplicate Content in a Post-Panda World 39 What Is Duplicate Content? 40 Why Do Duplicates Matter? 40 The Supplemental Index 40 The Crawl Budget 41 The Indexation Cap 41 The Penalty Debate 41 The Panda Update 42 Three Kinds of Duplicates 42 True Duplicates 42 Near Duplicates 42 Cross-domain Duplicates 43 Tools for Fixing Duplicates 43 404 (Not Found) 43 301-Redirect 43 Robots.txt 44 Meta Robots 44 Rel=Canonical 45 Google URL Removal 46 Google Parameter Blocking 46 Bing URL Removal 47 Bing Parameter Blocking 47 Rel=Prev and Rel=Next 48 Internal Linking 49 Don''t Do Anything 49 Rel="alternate" hreflang="x" 49 Examples of Duplicate Content 49 www versus Non-www 50 Staging Servers 50 Trailing Slashes ("/") 51 Secure (https) Pages 51 Home page Duplicates 51 Session IDs 52 Affiliate Tracking 52 Duplicate Paths 53 Functional Parameters 53 International Duplicates 54 Search Sorts 54 Search Filters 55 Search Pagination 55 Product Variations 56 Geo-keyword Variations 56 Other "Thin" Content 57 Syndicated Content 57 Scraped Content 57 Cross-ccTLD Duplicates 58 Which URL Is Canonical? 58 Tools for Diagnosing Duplicates 59 Google Webmaster Tools 59 Google''s Site: Command 60 Your Own Brain 61 I Hope That Covers It 61 Chapter 5: Freshness Factor: 10 Illustrations on How Fresh Content Can Influence Rankings 63 How Google Scores Fresh Content 64 1. Freshness by Inception Date 65 2. How Much a Document Changes Influences Freshness 66 3.

The Rate of Document Change (How Often) Impacts Freshness 66 4. Freshness Influenced by New Page Creation 67 5. Changes to Important Content Matter More 68 6. Rate of New Link Growth Signals Freshness 69 7. Links from Fresh Sites Pass Fresh Value 69 8. Changes in Anchor Text Signals May Devalue Links 70 9. User Behavior Indicates Freshness 71 10. Older Documents Still Win Certain Queries 72 Conclusion 73 Chapter 6: All Links Are Not Created Equal: 10 Illustrations of Search Engines'' Valuation of Links 75 Principle 1: Links Higher Up in HTML Code Cast More Powerful Votes 77 Principle 2: External Links Are More Influential Than Internal Links 78 Principle 3: Links From Unique Domains Matter More Than Links From Previously Linking Sites 79 Principle 4: Links From Sites Closer to a Trusted Seed Set Pass More Value 80 Principle 5: Links From "Inside" Unique Content Pass More Value Than Those From Header/Footer/Sidebar Navigation Do 81 Principle 6: Keywords in HTML Text Pass More Value Than Those in Alt Attributes of Linked Images 82 Principle 7: Links From More Important, Popular, Trusted Sites Pass More Value 82 Principle 8: Links Contained Within Noscript Tags Pass Low, If Any, Value 83 Principle 9: A Burst of New Links May Enable a Document to Outrank "Stronger" Competition 83 Principle 10: Legitimate Links on Pages That Also Link to Web Spam May Be Devalued 84 Conclusion 85 Chapter 7: The Responsibilities of SEO Have Been Upgraded 87 Part II: Content 91 History of Content within SEO 91 Types of Content 92 Turning Challenges into Opportunities 93 Video Content 93 High-Quality Content 93 Producing Content on Budget 94 Content at Scale 94 The Future of Content 95 Chapter 8: Beyond Blog Posts: A Guide to Innovative Content Types 97 Q&A Content 98 Presentations 99 Curated Content 100 Magazine and Long-Form Content 102 Imagery and Photojournalism 102 Video 103 Interactive Infographics 105 Product Marketplaces 105 Facebook Notes 106 Why Everyone Needs a Marketing Oracle for Their Content Platform 107 Chapter 9: Scaling White Hat Link Building--Scaling Content 109 Scalable Content 110 Cost 111 Scale 111 Quality 111 What''s This All Have to Do with Link Building? 112 Great Content? 112 Use Only Great Writers 113 Quality Control 113 Automation 113 Filling the Hopper with Good Content 114 Scaling 114 Do We Have All This Stuff? 115 Chapter 10: 10 Super Easy SEO Copywriting Tips for Improved Link Building 117 1.

Write for Power Skimmers 118 2. Why Headline Formulas Work 119 3. Get 20% More with Numbers 119 4. Free and Easy Power Words 120 5. A Picture Is Worth 1,000 Clicks 120 6. Use Sub-Headlines or Die Trying 121 7. When in Doubt, List It Out 121 8. Quotes 122 9.

The Bold and the Italic 122 10. Be Honest 122 Part III: Social Media 123 Social Media Marketing: The Early Years 123 Social Media Awakening: It''s Not Just About Me, It''s About You 124 Example 1 124 Example 2 125 Social Media Management: The Online Community Manager Is Born 125 Social Media Strategy: A Part of the Team 125 Social Media: What Does the Future Hold? 126 Chapter 11: The Rich Get Richer: True in SEO, Social, and All Organic Marketing 127 Chapter 12: Life After Google Is Now: 9 Pieces of Advice on How a New Site Can Succeed Without Search 131 What Does Designing For Social Mean? 132 1. Only the Best Goes Online 132 2. Twitter Is for the Insider''s View 132 3. Facebook Is for Debate 132 4. It''s All One Product Concept = Better Use of Time and Energy 133 What We Learned 133 5. Do More of What Is Successful 133 6. Not Everything Succeeds 133 7.

Jump on Every Opportunity 133 8. Partnerships = Win-Win 134 9. Tools Help 134 In Conclusion 135 Chapter 13: Tracking the KPIs of Social Media 137 Why and Where Social Matters 138 Which Social Metrics to Track 140 Facebook 141 Twitter 142 LinkedIn 146 Google+ 149 Reddit, StumbleUpon, Quora, Yelp, Flickr, and YouTube 152 Blogs and Forums 152 Tools for Measuring Social Media Metrics 153 Chapter 14: Everyone Should Hire "Social Media Experts" 157 Chapter 15: A Peek Under the Hood: How We Manage the Moz Community 163 Who Are We? 164 Keri Morgret 164 Erica McGillivray 165 Megan Singley 165 Lindsay Wassell 166 Christy Correll 166 Melissa Fach 167 Miriam Ellis 167 Jen Lopez 168 Community Doesn''t Stop There 168 Ashley Tate 169 Peter Meyers (aka Dr. Pete) 169 Mozzers 169 What Do We Do? 170 Blog 170 YouMoz 172 Q&a 173 Social Community 175 Twitter 175 Facebook 177 Google+ 180 LinkedIn 181 Whew 183 Part IV: Outreach 185 Why Outreach Is Important 185 Good Outreach versus Bad Outreach 186 How Outreach Has Changed 186 The Dangers of Buying Links 187 The Challenges of Outreach 188 The Importance of Exceptional Content 188 Chapter 16: Throw Away Your Form Letters (or 5 Principles to Better Outreach Link Building) 189 1. Talk to People Like People (Throw Out Your Form Letters) 190 Opening 191 Sustaining 193 Closing 195 2. Stand out in the Inbox 197 3. Do Your Research 198 4. Offer Value 199 5.

Maintain the Rapport 199 Conclusion 200 Chapter 17: A Link Builder''s Gmail Productivity Setup (with Outreach Emails from 4 Industry Link Builders) 203 Gmail Tools and Tips 204 Gmail Shortcuts 204 Canned Responses 205 Rapportive 206 Boomerang 207 Undo Send 208 Send and Archive 208 Link Building Email Templates from Industry Link Builders 209 Broken Link Building 209 Guest Posting 210 PR 210 Push Content 211 Exchange for a Link (But Not a Link Exchange) 212 Incentivized Reviews for Ecommerce 213 Chapter 18: Putting Guest Post Outreach Theories to the Test [With Some Real-World Data].